Show Time For Cinemark

A Movie Theater Chain Is The Coming Attraction
DALLAS–Movie theater operator Cinemark USA here has begun screening shops about handling a 1999 rebranding campaign for its domestic and foreign properties.
A request for proposal issued last month by Randall Hester, Cinemark’s vice president of marketing and communications, seeks ideas for print and broadcast advertising, as well as public relations and related marketing activities. Media buying is expected to remain with the company’s internal marketing department.
Hester did not return calls concerning the review. Sources said several Texas shops received the invitation, but contenders had not surfaced at press time.
According to the questionnaire, the company is considering rebranding its 200 U.S. and overseas theaters–operating in 31 states, Mexico, Canada, and Central and South America–under the Cinemark banner. The properties now carry individual names from market to market, like Tinseltown and Movies 12.
“Both the brand awareness campaign and the hiring of an outside agency of record is a new step for Cinemark, which historically has relied primarily on the capabilities of its in-house advertising, public relations and marketing personnel,” the request for proposal states. “[The] budget will be determined after a review of the various proposals and selection of the agency of record.”
Objectives outlined in the rfp include: “Development of new outbound print, outdoor and/or broadcast advertising, marketing and public relations activities which will build awareness and strengthen consumer preference for the Cinemark brand across the U.S. and internationally.”
According to Hoover’s Online, Cinemark primarily places its movie theater complexes in midsize cities and in the suburbs of large metropolises.
Client executives were expected to begin hearing agency presentations last week. A decision could come later this month.